自2009年雙十一購物節首次出現於中國，至2017年成交量逐年升高，已成為電商年度大事及第四季重要檔期，風光的雙十一活動卻在檔期後於社群屢屢出現負面的評論，究竟參與雙十一對於品牌的益處為何？電商平台又該瞄準哪群消費者、以及行銷活動該如何操作，為本研究欲探討之問題。
本研究透過文獻整理，探討購買意圖、顧客滿意度、品牌忠誠度之影響因素，主要包含顧客體驗價值、知覺風險、社群，而顧客體驗價值及知覺風險又受到雙十一行銷活動吸引力、電商服務品質所影響。另外，本研究也將購物導向歸類，探討哪種導向之消費者較容易受到雙十一行銷活動所吸引，最後探討社群媒體、論壇在雙十一活動中影響力。本研究採用問卷調查法，邀請2016或2017曾在雙十一檔期網購消費者填答。
本研究有以下發現(1)使用阿里巴巴平台之消費者，顧客體驗及購買意圖都較台灣本土電商表現佳，因為其中有較高的經濟效益和趣味性；(2)雙十一行銷活動之吸引力和電商服務品質對知覺風險有正向負向的影響，知覺風險會影響顧客滿意度；(3)消費者購買導向中，雙十一的消費者有更高的理智傾向和經驗導向(4)社群影響消費者的雙十一參與意圖，因此建議品牌店家和電商在顧客體驗路徑中，提供消費者購前諮詢和鼓勵消費者購後口碑傳播。

Since the Double 11(Singles’ Day) made a debut in China in 2009 and the volume of transactions has increased year by year. It has become an important event for e-commerce each year and generated significant revenue in the fourth quarter. After the holiday period, there have been frequent negative comments in the community. What is the benefit of taking part in Singles' Day? This study aims to explore which group of consumers to be targeted on Singles' Day. In addition, this study would give some suggestions to e-commerce and brands how to operate marketing activities and social media.
The purpose of this study was to investigate the relations among purchase intentions, customer satisfaction, and brand loyalty. While customer experience value and perceived risk are impacted by the attraction marketing activities and the quality of e-commerce services. In addition, this study categorizes consumer orientation to explore which of the targeted consumers is more likely to be attracted by the Double 11 marketing activities, and discuss the role of social media and forums playing during Double 11 event. Through the questionnaire survey procedure, the study collected the samples of whom ever shopping online on Double 11 in 2016 or 2017.
The main findings are as follows. (1) Consumers using the Alibaba platform had better customer experience and purchase intentions than Taiwanese local e-commerce because of their higher economic efficiency and playfulness. (2) The attraction of the Double 11 marketing activities and the quality of e-commerce services had a combined effect on perceived risk, and perceived risk will affect customer satisfaction. (3) Consumers online shopping on double 11 are more rational and experienced-orientation. (4)The community plays an important role in Double 11 event. Therefore, it is suggested that brand stores and e-commerce should emphasize marketing strategy of word-of-mouth and advocacy.

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